Enriching the experience of tasting bonbons with virtual reality -fruit flavours created by the Roca Brothers and Casa Cacao. Photo Credit: Catalunya Convention Bureau
Asian meeting planners who tried the bonbons at IMEX were observed to
have displayed a heightened interest in the technological aspects of
the experience.
Some 300 meeting planners recently witnessed firsthand how a unique
combination of gastronomy and virtual reality technology created a
dynamic and creative environment among attendees.
Mobile World Capital Barcelona and the Roca Brothers were at the
Catalonia stand to showcase a phygital gastronomic experience at IMEX
Frankfurt 2023. The chocolate bonbons contained lime ganache and passion
fruit flavours created by the Roca Brothers and Casa Cacao in a setting
where digital and physical (phygital) reality converged.
“The experience left a lasting impression, offering meeting planners
the assurance that this innovative approach would provide an
unforgettable and memorable experience for participants of any kind of
meeting event,” said Albert Bonjoch, brand manager, Catalunya Convention
Bureau.
Narcís Ferrer, director of the Catalan Tourist Board, said:
“Catalonia has a thriving technology ecosystem and a strong focus on
innovation, with numerous technology companies and startups based in the
region. This provides a fertile ground for the development and
integration of cutting-edge technologies into the MICE industry. ‘Taste
the technology’ experience is a good example of this positive alliance
between meeting tourism and technology.”
Moving forward, the CVB will be incorporating the Taste the
Technology experience into some of their workshops and fam trips to
showcase Catalonia as a leading innovative MICE destination.
“By highlighting the fusion of technology and gastronomy, we aim to
emphasise Catalonia's strengths. This integration serves as a compelling
tool to captivate attendees, immersing them in a unique sensory journey
that perfectly embodies Catalonia's commitment to innovation and its
rich culinary heritage. Through these initiatives, we are confident in
our ability to leave a lasting impression on participants, firmly
establishing Catalonia as an exceptional choice for future MICE events,”
added Bonjoch.
Asian meeting planners who tried the bonbons at IMEX were observed to
have displayed a heightened interest in the technological aspects of
the experience. On the other hand, European planners might have been
more drawn to the bonbons crafted by the renowned three Michelin-starred
Roca brothers.
“Taste the technology” is part of the “Feel the Technology” project, an initiative by Mobile World Capital Barcelona.
Jordi Roca, of Celler de Can Roca, said: "Technology allows us to
play in a new field in gastronomy. With virtual reality we can enrich
the experience of tasting bonbons. All this while we are on a sensory
journey halfway between the real and virtual worlds. It's amazing!”